The art of making the sale is a complex one. Preparation, product knowledge, technology, dealing with objectives, overcoming working with a customer’s reluctance and fear are just a few aspects of a sale. What it truly boils down to is the ability to see people. A sales person doesn’t truly get the job done until s/ he enters into a relationship with a potential client. A successful salesperson needs to understand a potential client’s hopes, fears, and problems. One of the easiest ways to facilitate this type of long-term relationship is by starting a conversation. The easiest way to do this is by simply picking up a telephone.
With how complex the world is becoming, it is easy to be distracted by the little things that seem important. Many of these seemingly important activities block someone from reaching out and making contact. A potential opportunity may be missed simply because a business professional is uncomfortable reaching out to make contact with prospects.
Quite a few sales professionals have been told that prospecting simply doesn’t work anymore. Some of the veterans are saying that cold calling is no longer an effective method of reaching out to potential clients. However, it is interesting to note that nearly 40% of these veteran sales professionals stop cold calling due to the fear of rejection. They are often afraid of picking up the telephone. So how can it be truly determined that the cold call no longer works?
The fear of prospecting can be formidable, especially in the beginning. However, with patience, and a great deal of persistence, a good professional can find their comfort zone. True, it takes time to develop the tools and skills needed, but over time, and with experience, just about anyone can become a proficient salesperson. Time and time again, successful sales people have shown that respectful and honest cold calling can significantly expand a sales professional’s client base. Part of their success is getting over the fear inherent in confronting the unknown, and part of it is having the confidence in their ability and product.
If you are new or even a seasoned sales professional, you might be tempted to avoid the cold call and to avoid prospecting for new clients. However, you should realize that by avoiding the potential rejection, you are almost certainly avoiding a potential sale – and more importantly a returning client. By approaching each cold call with respect, enthusiasm and honesty, your rejections will quickly be dwarfed by your successes.